Airbnb underwent a design-driven transformation, inspired by Apple's emphasis on design. They navigated the COVID-19 crisis by restructuring and replacing product managers with product marketers. A/B testing was abandoned in favor of shipping products the team was proud of. The CEO played the role of a chief editor, and designers were involved in all aspects of the company. Designers and engineers collaborated from the start, and a clear roadmap guided their goals. Storyboarding helped create coherent product narratives, and the CEO identified himself as a designer in various areas. Upholding design principles, such as hypothesis-driven testing and attention to detail, remained a priority throughout the organization.
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